The 3Ws that drive us: Wallet, Wardrobe and Wear-time
Everyone gets the same 168 hours a week. About 40 hours go to work (hello formal wear), and 8 hours to commuting. That leaves 120 hours. Take away another 8 hours for hygiene routines, and we’re down to 112 hours.
What do we wear during those hours?
Leisure time (52 hours): This includes casual outings, working out, and social activities. Sure, casual and athletic wear are big markets with a ton of competition, but they’ve already got plenty of players—and wallet share. Sleep time (70 hours): People spend 10 hours a day in sleepwear (1 hour before bed, 8 hours of sleep, and 1 hour after waking). This is the single largest chunk of time we spend in any one type of clothing. Here’s the kicker: despite owning a massive 70-hour window every week, sleepwear is still an unconquered market. For most people, their go-to is still old clothes—leftovers from your closet that, frankly, deserve to be in the trash can.
At SWEET DREAMS, we’re focused on sleepwear. Here’s the opportunity we are after:
Wear-time share in a week is 40% for sleepwear Wardrobe share, leaving out old clothes, is 10% for sleepwear Wallet share, which we aim to expand, is 7% for sleepwear Join us at SWEET DREAMS, where you can be part of a team that’s making people rethink what they wear for 40% of their lives.